Today, there are many different techniques aimed at getting customers to buy more things, even if they are not needed.
Any expert will confirm that modern marketing actively uses the latest achievements in the field of neurophysiology and psychology. And often we are sold not so much the product itself, but the positive emotions associated with it. In other words, we seek to acquire not things, but happiness. And here at the service of marketers are a lot of a wide variety of little things - smells, design of counters, the color of the product and its packaging. Even the color of the price tag matters - it is better if it is bright yellow or orange. But the checkout button should be, on the contrary, soothingly green. Specially conducted studies have shown that a properly presented product can be sold at a higher cost - 15-20% more expensive.
Smell also plays a very important role. And there are even whole studies showing where and what flavors should be used. For example, the aroma of pine needles and citrus fruits during the New Year holidays has a beneficial effect on buyers and they are more willing to part with money. But the smell of vanilla awakens the appetite, it should be used when selling edibles. In fact, if you wish, you can find a lot of recommendations indicating which fragrances should be used and in what cases. So, if your consumers are mostly children, then it is better to provide the smell of sandarac wood in the room; if the elderly - then pines or mowed hay.
Music also plays a huge role. She must play on the trading floor, but it is important to choose the right style. And here special studies come to the aid of sellers again. It has been proven that measured music can raise sales of expensive and medium-priced goods by 40-46% at once. And in shops selling cheap things, on the contrary, it is better to put on energetic music. If you are selling products for teenagers, it also makes sense raise its volume. And, of course, it is better to have a wide selection of songs to change the tunes, depending on the situation.
The location of the goods is also extremely important. Thus, the most sought-after products, such as bread, are usually placed as far as possible from the entrance in order to force the buyer to walk among the counters and pay attention to the goods laid out on them - it has been noticed that a person who has already put 2-3 goods in the basket will willingly put there something else. At the same time, the most expensive goods are laid out at the height of human eyes. And all sorts of trifles, like chewing gum and chocolate bars, are placed near the cash register, in a fair calculation for an impulsive purchase.
All kinds of promotions and discounts are one of the most proven and effective ways to increase sales. So, the offers “1 + 1 = 3” or “buy for a certain amount and get a bonus” work almost flawlessly. Another time-tested technique is to place two prices on the price tags, one of which (the higher one) is crossed out to make it look like the product is on sale. Also, many stores set the same prices for the most common products, the cost of which is well known to customers. Seeing familiar price tags, they relax and pay less attention to the cost of other goods.
Many different tricks exist in Internet marketing as well. For example, call-back pop-ups, although annoying to some visitors, generally increase sales. Marketers also use all sorts of mechanisms, such as automatic mailing lists with notifications of reduced prices. Particular attention is paid to the design of the site and the location of product offers on it.
In fact, you can write whole thick books about the existing methods and technologies for influencing customers. Some of them are more productive, others are more like small additions. But in general, they all successfully serve merchants and help them increase sales by convincing buyers to spend more money, sometimes acquiring things they don’t need at all.